TBWA bags Modern Food Enterprises' creative mandate

Modern Food Enterprises (MFEL), the bread and bakery brand, has announced the appointment of TBWA\India as its creative agency.

MFEL was established in 1965. It was acquired by the Everstone Group in 2016. TBWA\India has been tasked to handle the brand’s communications with a view of helping the company achieve growth and making it more contemporary for today’s audiences.

Aseem Soni, CEO, MFEL, said, “TBWA demonstrated an unparalleled understanding of social media. We believe that this, coupled with a unique strategy backed by innovative tools and superlative creativity, will be a tremendous support for our business as we move forward. Together we are excited about the opportunity to disrupt and make a greater impact on the Indian market.”

Govind Pandey, CEO, TBWA\India said, “India’s bread and bakery category is enjoying incredible growth due to increased incomes, changes in lifestyles, tastes and preferences. After a highly competitive pitch, I’m very proud of TBWA\India’s ability to deliver a novel and unique way to market the brand in micro markets using the SoLoMo (SocialLocalMobile) approach. MFEL is future focused with an adept understanding of its customers, and it looks to explore opportunities in the creation of new and engaging brand experiences for its valued customers."

Abhijit Dube, general manager, TBWA\India, added, "Winning the creative mandate of Modern Food is a matter of immense pride for us. TBWA creative team - have led the creation of a refreshingly new social narrative for this brand according to today’s times. We look forward to embark on a successful journey with Modern Food and build on the glory of Modern brand."